THE FUTURE OF PERSONALISED CUSTOMER EXPERIENCE IN E-COMMERCE: DECODING THE POWER OF AI IN BUILDING TRUST, ENHANCING CONVENIENCE, AND ELEVATING SERVICE QUALITY FOR MALAYSIAN CONSUMERS

نویسندگان

  • Kumaran Kanapathipillai Faculty of Business and Technology, UNITAR International University, Tierra Crest, Jalan SS6/3, Kelana Jaya, 47301 Petaling Jaya, Selangor, Malaysia
  • Logeswaran Muthaliyar Singkaravalah Faculty of Business and Technology, UNITAR International University, Tierra Crest, Jalan SS6/3, Kelana Jaya, 47301 Petaling Jaya, Selangor, Malaysia
  • Maarutitasan Sittam Balam Faculty of Business and Technology, UNITAR International University, Tierra Crest, Jalan SS6/3, Kelana Jaya, 47301 Petaling Jaya, Selangor, Malaysia
  • Sivanantha Nararajan Faculty of Business and Technology, UNITAR International University, Tierra Crest, Jalan SS6/3, Kelana Jaya, 47301 Petaling Jaya, Selangor, Malaysia

DOI:

https://doi.org/10.46827/ejsss.v10i5.1856

کلمات کلیدی:

artificial intelligence, personalised customers' experience, trust, convenience, service quality, e-commerce

چکیده

This study examines the influence of artificial intelligence (AI) on personalizing customer experiences on Shopee, a major e-commerce platform in Malaysia. Recognizing the increasing role of AI in enhancing trust, convenience, and service quality, this research aims to investigate these factors’ effects on personalised customer experience. The study employed a cross-sectional survey with a sample of 384 Shopee users, analysed using partial least squares structural equation modelling (PLS-SEM). Results reveal that trust in AI, convenience, and service quality all significantly contribute to customer satisfaction and personalised experiences. Trust fosters confidence in AI-driven features, convenience enhances customer ease and interaction efficiency, and high service quality positively impacts the perceived value of AI personalisation. These findings highlight the practical implications of AI for e-commerce, underscoring the need for secure, efficient, and high-quality AI implementations. Future research should explore the longitudinal impacts of AI-driven personalisation across different platforms and cultural contexts to better understand long-term customer loyalty and satisfaction.

 

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بیوگرافی نویسندگان

  • Kumaran Kanapathipillai، Faculty of Business and Technology, UNITAR International University, Tierra Crest, Jalan SS6/3, Kelana Jaya, 47301 Petaling Jaya, Selangor, Malaysia

    Kumaran Kanapathipillai, a prominent figure in academia, earned his PhD in management and business from Management and Science University (Malaysia). With an impressive tenure of 23 years in the academic world, he has honed expertise in areas such as Management, Marketing, Supply Chain Management, and Logistics Management. Within academia, he plays a pivotal role in guiding and assessing both Masters and Ph.D. candidates. He also serves as an external examiner for several universities in Europe and Asia. Additionally, he is a peer reviewer for numerous academic journals. Beyond academia, he provides specialised training sessions on entrepreneurship, creative problem-solving, and project management across diverse industries. His scholarly pursuits predominantly concentrate on contemporary entrepreneurship, management, and marketing.

  • Logeswaran Muthaliyar Singkaravalah، Faculty of Business and Technology, UNITAR International University, Tierra Crest, Jalan SS6/3, Kelana Jaya, 47301 Petaling Jaya, Selangor, Malaysia

    Logeswaran Muthaliyar Singkaravalah is an expert in risk management, holding a Diploma in Risk Management and an APEL A certification. Currently pursuing an MBA at UNITAR International University, Logeswaran has accumulated nearly eight years of experience in the transportation industry, specializing in risk assessments and strategic planning.

  • Maarutitasan Sittam Balam، Faculty of Business and Technology, UNITAR International University, Tierra Crest, Jalan SS6/3, Kelana Jaya, 47301 Petaling Jaya, Selangor, Malaysia

    Maarutitasan Sittam Belam is a seasoned IT professional with a bachelor's degree in information technology (Hons) from Open University Malaysia. With over two decades of experience in the information technology sector since 2001, Maarutitasan brings a wealth of knowledge and practical expertise to the field.

  • Sivanantha Nararajan، Faculty of Business and Technology, UNITAR International University, Tierra Crest, Jalan SS6/3, Kelana Jaya, 47301 Petaling Jaya, Selangor, Malaysia

    Sivanantha Nararajan holds a bachelor’s degree in business administration and management from Wawasan Open University. With a career spanning over a decade in supply chain and logistics management, he has been actively contributing to the industry since 2012, demonstrating a deep understanding of business operations and strategic management.

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دانلودها

چاپ شده

2024-11-11

شماره

دوره 10 شماره 5 (2024)

نوع مقاله

Articles